Global entertainment platform Bigk and immersive content specialist Bauerlab have signed a strategic business agreement to expand K-pop into the Middle East market.
On the 10th, the two companies held a signing ceremony at BIG's headquarters in Gangnam-gu, Seoul, and agreed to jointly build a Middle Eastern-style K-pop digital performance ecosystem integrating performances, exhibitions, and artist IP. Beyond simple performance collaboration, the plan is to combine each company's technology and platform capabilities to establish a sustainable distribution structure for Hallyu IP.
The two companies plan to jointly host a large-scale K-pop festival in Dubai within the year, using it as a springboard for expansion into the Middle East market. The plan is to move beyond a one-time event and expand the performance content into an asset model that can be repeatedly distributed, fostering the Middle East as a key base for K-pop's global expansion.
The Middle East is considered a market with a high proportion of young people and a marked increase in global content consumption. While countries like the United Arab Emirates and Saudi Arabia have shown a high rate of K-pop content experience, some analysts argue that performance infrastructure and digital distribution systems are still underdeveloped. The two companies plan to exploit this market gap with an entertainment-based platform model.
Under the agreement, Bigk will operate an all-in-one digital venue platform, integrating performance planning, ticket sales, commerce, fan services, and data analysis. The strategy is to diversify its revenue stream by expanding into a platform business that combines performances with digital assets.
Bauerlab will be responsible for immersive content production and venue operation, centered around its ultra-high-resolution LED dome theater, "Orbit." Orbit combines spatial audio and real-time transmission technology, enabling the creation of not only physical concerts but also virtual performances, hybrid live performances, and archival content screenings.
Bigk operates an integrated platform encompassing ticketing, AI live streaming, commerce, fandom services, and data analysis, boasting 1.3 million members in 230 countries worldwide. This agreement marks the beginning of a full-scale digital expansion strategy for K-pop IP in global markets, including the Middle East.
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